D-Mart TSCM Final Project

8/3/2019 D-Mart TSCM Final Project

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MANAGEMENT

Coordinator Roll No.

Gaurav Pande 38

Ramsurat Patel 43

Hardik Sangani 51

Rachit Sheth 54

Aaditya Shinde 55

Santosh Vishwakarma 63

Lalit Yadav 67

Vikas Yadav 68

PROJECT ON

Experience the Convenience


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IMAGE SET-UP

Setting up an Image of a DISCOUNT STORE.

Offers VALUE FOR MONEY

Provides a lot of offers

y Some for a specific period

y Some throughout the year

TARGET GROUP:

y Value consciousy Upper / Lower middle income customers.


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RETAIL FORMAT / MIX


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LOCATION

Situated at Mahavir Nagar, Kandivali(West) since the

last three years.

This area has got lot of potential in terms of

customers. The middle income group mainly resides

here and nearby areas.

There is lot of traffic (both vehicular and pedestrian).

Also it is easy to access from both Borivali and

Kandivali Station side since Auto rickshaws, BEST

buses stop is nearby. Large frontage makes mall clearly visible from outside.

ATMs are available near the mall for one to withdraw

money, if required.


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PARKING

Parking at this mall is a big problem for shoppers.

Since there is no parking space provided by mall, the

customers have to park their vehicles at their own risk.

The visitor face problem in finding parking space,

sometimes they spend lot of their time in searching for

parking space or even need to go far off in order to park

their vehicles.

After having shopped from the mall, carrying the

purchased items (sometimes heavy) till the vehicle

becomes a big issue.


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LAYOUT

All FMCG (Fast Moving Consumer Goods) products

which are used daily are kept on the ground floor

The Vegetables and medicines counter are also

situated on the ground floor.

The first floor is mainly for apparels/Garments.

Men's, women and kids wear are available on this

floor

The second floor stores all the home appliances,

utensils, sports equipments, and gift articles etc.

Each section has one attendant on average. The

floor cleaning activity is outsourced.


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BAGGAGE

COUNTER

CUTOMER SERVICE

COUNTER

PAYMENT

PAYMENT

PAYMENT

PAY

MENT

SNACKS AND SWEETS

MEDICAL

STORE

FLO

OR

MANA

GER

REFU

ND

COUN

TER

COLD STORAGE

COSMETICS

TOILETRIES

SKIN CARE

PERSONAL CARE

BAKED PRODUCTS

BISCUITS & FARSAN

VEG

ETABLES

&G

ROCERY

SOAPS

DETERGENT

DRAWING &

SCHOOL ARTICALS

WAY TO FIRST

FLOOR

LIFT

GROUND

FLOOR

TOILET

WATE

R


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STORAGETRIAL

ROOMS

FASHIONACCESORIES

LOW PRICE T-

SHIRTS

UNDER

GARMENTS

KIDS

WEARLADIES

WEAR

FASHION

ACCESORIES CLOTHPIECE

S

TRIAL

ROOM

S

LIFT

WAY TO II

FLOOR

FROM GROUND

FLOOR

FIRST

FLOOR


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PUJA

ARTICLE

S

TOYS

SPORTS

EQUIPMENT

TIFIN BOX

KITCHEN ITEMS

UTENSIL

LUGGAGE

&BAGS

HOME

APPLIAN

CES

STOR

AGE

GIFT

ARTICLES

BED SHEET,

TOWELS, CURTAINS

& PILLOW COVER

FROM FIRSTFLOOR

LIFT

S

TORAGE

SECOND

FLOOR


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EXTERIOR DESIGN

The exterior also houses baggage counters and safedeposits

Certain food and refreshment stalls for the shoppers to

enjoy.

Metal railing are built for the shoppers to sit and rest. Security personnels are employed to check the

customers with metal detectors for security reasons.

There is a single door for entry, whereas two doors for

exit.

Located in the middle of koparkhairane. The exterior

design is very ordinary and functional at best. It consists

of a three storey complex. The building is painted white

with D-MART logo clearly visible from the road.


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INTERIOR DESIGN

The interiors are green, associating it with the color oftheir logo.

The whole store was floored with ceramic tiles. Adequatelight was focusing on product for the convenience of thecustomers.

Music was pure soft Bollywood(Hindi Language) which

appealed to the target customers.DRAWBACKS :

There was no proper storage space, heavy bulky productscan be found lying on the floor.

There is hardly any space between the two parallel racks

selling general products. The shopping trolleys are not allowed to be carried from

one floor to another floor.

The ceiling was not properly constructed as a result theA/C duct and outlets were exposed completely.


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CATEGORY OF PRODUCTS

1. Grocery

2. Fruit &

Vegetables

3. Beverages

4. Frozen Food

5. Dairy products

6. Personal and

Home care

7. Footwares

8. Cosmetic Items/

Beauty care

9. Medicines

10. Household utensil

11. Fashion

accessories.

12. Movie CDs and

Gifts articles

13.Apparels/Garments


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MERCHANDISE

The product mix is good & lot of variety is available.

The assortments for apparels is done as per the price andsize.

The D-Mart offer price and the Max. Retail Price

both were visible on the price card

During the festival season, the festival items are kept inthe main area.

y A wide variety of festival and decorative items for

Ganpati and Navratri festival are kept along the main

passage. The whole area was divided as per the products that they

offered like apparels, stationeries, crockerys, sanitary

items, gift articles, steel items, detergents, vegetables,

fruits, etc.


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At the apparels section, the new entries were not

displayed properly

Products that needed appropriate cooling were not

stored properly.

y For Eg The Cadburys chocolate had begun to melt on therack itself. As a result these items were not very appealing

to buy.

y packets of chocolate which were damaged were kept on the

shelf which gave a bad impression to the customers.

In the passage lot of material was stored thus blockingthe movement of the customers.

Only one way movement of Shoppers is possible.

DISADVANTAGES OF

MERCHANDISING


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ADVERTISING & PROMOTION

D-Mart hoardings can be found on the lamp-posts onmajor roads in Navi Mumbai area.

D-MART usually advertises in major newspapers givinginformation about their latest offers

Promotion and sales offers were present for most of theitems.

y E.g. There were a discount of 10 % on all CINTHOL productsand Cadbury chocolates.

There was one separate whole shelf for products that

were offered at huge discount for instance HALDIRAM sweets were selling at Rs.25

wherein the actual MRP was Rs.45.

DRAWBACKS: There is no proper hoardings thatshows D MART is in vicinity(Next to).


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PRICING

The prices offered are economical in D-mart. EDLP (Everyday low pricing) pricing strategy is followed.

D-Mart offers minimum 2% to 10% discount on MRP and

straight 5% on medical product, except grocery,

vegetables and fruit items.

(Bundled price) Two or more products were packed and

were available at a discounted price.

y E.g.:- Santoor soap bundled along with a Wipro CFL bulb.

Multiple unit pricing: - This strategy was followed for

stimulating sales.y E.g.:- Soap bars bundled together


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SERVICES & PERSONAL SELLING

There were personal Selling for some newly launchedproducts.y We observed an instance of personal selling for Procter and Gamble

products like the Olay cream.

y Also there was a huge amount of personal selling in case of perfumesand cosmetics and apparels.

The service offered was okay. (Regarding- Security, Baggagecounter)

DRAWBACKS :

The many staff were unfriendly and unfamiliar with rules.

There were huge queues for billing products, there was nosegmentation done for the customers on the basis of theirpurchases.

Also customers frequently complained the debit/credit cardsmachines were not operating properly


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S.W.O.T ANALYSIS FOR D-MART

Low price, competitive price

Good/stable image as a retail store

Spacious and situated at a prime location

STRENGTH

WEAKNESS

Low brand loyalty among customers. Big bazaar has

huge loyalty factor

Poor space utilization in stores.

No backing of a known corporate/business house.

Doesnt sell electronic equipments, which are

currently in huge demand.eg Laptops, Plasma TVs,

Digital cameras, Mobile phones.

Stand alone stores, not situated in any commercial

building/malls/hub.


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OPPORTUNITIES

Booming retail sector. Limited presence in Suburbs, town markets can be

potential untapped markets in major cities.

THREAT

Presence of competitors like Big bazar, Walmart,

Reliance retail.

Global Retail MNC S can open individual stores once

FDI cap is removed.


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SUGGESTIONS

Operational floor is mainly utilized for storage. D-martshould build better storage shelves in the basement area,

where back office is situated.

Adequate and spacious trial rooms should be provided to

avoid rush during peak hours and holidays. Products should be kept in shelves ,instead of products

lying on the floor.

Adequate shelves should be made instead of using the

cartons of boxes doubling up as a shelf.

The products were not properly kept on the shelves, and

every shelf had certain damaged goods, so regular

monitoring is necessary.


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The staff is not well trained to handle customers

belonging to different backgrounds and attitudes, so

better selection and training programs should beinitiated.

The Ceiling is not appropriately constructed, as a

result the A/C duct and outlets are exposed

completely, we recommend D-Mart can hire servicesof a well renowned Retail interior specialist, and his

services/recomendations can be adopted for the retail

outlets of D-mart.

D-Mart doesnt have its website, so they should createits new website, which is updated on a regular basis.


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They don`t allow customers to carry trolleys from one

floor to another, So this practice should be avoided,and care should be taken that customers dont face

inconvenience while shopping.

D-Mart should advertise regarding its outlets more

often and should spend more on advertising for

greater reach.

Separate billing counter should be provided for

shoppers purchasing few products / for faster

customer turnover.


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Documents

D-Mart TSCM Final Project